Published: 21 August 2023
Simple firmographic segmentation of retailers limits sales and marketing effectiveness, thus wasting resources on prospects who are a poor fit. Product leaders should develop narrow segmentation to target prospects that are the true best fit for their solution.
Without a clearly defined ideal enterprise persona for retail, it’s impossible to prioritize and focus marketing and sales resources on the profitable buyers who are most likely to renew and expand.
Defining both acceptable and unacceptable enterprise personas will help both marketing and sales gain additional clarity on where they can go broader, and where they should not waste their time.
Product leaders developing their positioning for retail industry product planning and strategy should:
Identify retailers most ready to buy now by developing an enterprise persona that leverages a combination of retail industry attributes: firmographics, technographics, psychographics, business situation, business
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